What It Takes To Disrupt A Segment of An Industry
Dean Trevelino, Co-Founder and Principal at Trevelino/Keller, a digital public relations and marketing firm that specializes in launching and elevating emerging and middle market brands joins Enterprise Radio.
Listen to host Eric Dye & guest Dean Trevelino discuss the following:
- What do most companies do right when deciding to be a disruptor?
- Where do most companies fail in pursuit of disrupting a market segment?
- Why is it so important to acknowledge and market against perception vs reality?
- Is it true that Silicon Valley has an edge on every other region of the US, of the world?
- Is it possible to disrupt an industry taking a bootstrapped or self-funded approach?
- Do you think it’s better to simply be better than competition in a market, then try to disrupt a market segment?
- How important is it to be first or is it better to be among a few start-ups trying to disrupt the same marketplace?
Dean Trevelino served in executive positions with three of the largest global public relations firms, spanning 16 years. His desire to launch his own firm in 2003 with long-time colleague, Genna Keller, was motivated by an interest in taking an entrepreneurial approach to the changing communications landscape.
Founded in 2003, Trevelino/Keller is a full-service digital public relations and marketing firm, ranked last year as this year’s 10th fastest growing firm in the U.S., second in the Southeast. It delivers an outcome-based philosophy with services in public relations, digital/social marketing, demand generation and creative services. With deep industry expertise in seven practice areas, it boasts a bold approach to serving four dynamic markets – Disruptive Forces, Category Pioneers, Stealth Leaders and Wonder Women.
Dean’s background includes launching products, companies and campaigns that have left indelible impressions on industries, including the PR launch of the Chick-fil-a Cow Campaign, the scale and sale of Moe’s Southwest Grill, reputation management support during the BP Gulf Oil Crisis, managing public relations for the largest Atlanta Olympic Sponsor, introducing Starbucks to the Southeast, and more recently, the launch of Carvana, one of the more successful Atlanta company launches in the last 10 years.
Dean has appeared in print and television on topics ranging from public relations, real estate, small business, crisis preparedness and franchising. Published on Creative Public Relations with the Inside the Minds Series, Dean has spoken at industry shows such as NRA, Dine America, Social Media Atlanta and more. Dean earned an M.A. in organizational communications from The University of Alabama and a B.A. in English from Pennsylvania State University where he wrestled. Today he spends his spare time competing as an ultrarunner.
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